For Richardson surviving the downturn in the 90’s was as much about persuasion and positivity as fabulous flowers and design, and he came up with his own 10 Commandments.
1: Be positive “You’ve got to have enthusiasm. Wake up every morning and say: ‘Hey I believe in myself, I believe in my business.’ Make every day a great day. Choose to have a good day. It’s not what happens to you that is important, but how you react to it.”
2: Be aware Everyone is a prospect and a potential customer. It’s up to you to turn them into a buyer.
3: Be prepared Make sure you and your team are up to date on trends, varieties and styles to stay on the cutting edge of what’s happening in your business and industry.
4: Perform for customers Every time you’re with a customer it’s a performance. People don’t care what you know until they know you care. Selling flowers is about love romance and emotions and if people don’t feel that from
you or your staff how can they transfer that into a purchase?
5: Make an impression What does your shop say to customers when they walk in the door? Life is 80% perception and 20% reality. All customers care about your shop is WIIFM – What’s In It For Me? Make sure that’s instantly visible with clear signage, pricing, information and above all friendly, smiling staff.
6: Probe customers Ask questions to determine customers’ needs and listen to their answers. People are more likely to buy when they are talking than when you are talking and perceive you as more intelligent when they talk than when you talk.
7: Be personal Tell people how the products or services you sell will enhance their lives. People don’t buy flowers, they buy what flowers will do for them so you need to give benefit statements about what you are selling.
8: Plan a strategy Plan your marketing strategy, identify your target market and focus on serving that market
through the products and services your shop provides. A scattergun approach is expensive and probably not very effective.
9: Prove yourself Be prepared to back up statements made about your products and services with no- questions-asked guarantees.
10: Be persistent Never give up even if you’re rejected! It may be hard but just because one customer says no doesn’t mean the next will. Surviving a recession is about being positive and keeping trying.
Back in the 90’s Richardson said, “In this day and age, people are limited in the amount of discretionary income they have to spend. You need to look at what you and your employees do and say that creates unique value for your business. You need to go out of your way to make customers feel good and to stick to the key words – integrity, value and focus.” Strikes us that’s as true today as it was back then!
F&wb Spring 2013 25
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